Re: Broad Match Modifier

Broad match modifier with all those + signs by its nature is broad match. It gives you the power to prevent ads from showing for irrelevant terms at the same time ensuring that your ads will be shown for a rather broad scope of search queries that include the words with + within your keywords.

In other words, when you use a + next to a word within your keyword, you demand that the "plussed" word would be included into what a user types into Google search. All the words without the + sign can be ommited. When you use exact match, you want the ads to be shown only when your keyword nearly perfectly matches the search query of a user, so these are 2 different match types. + sign within exact match will not work as there's no point of having a modifier out there: exact match is the strictest match you can use

Re: Broad Match Modifier

It's difficult to say if it will be reduced or if your conversion rate will rise without knowing how you have been treating your campaign(s). If you use lots of broad match keywords and few negative keywords, BMM could reduce the number of irrelevant clicks and save your budget to some extent. However, I suggest you looking at the search terms report and taking your time to add negative keywords as well.

Also, work with your quality scores (this will include refining ad texts, splitting your campaign into more ad groups, adding extensions, etc.): at this point, do everything you can in order to make users want to click on your ads. Next step will be working with your landing pages in order to make them convert, but this topic is way broader than the broad match